missionathletecare.com

What missionathletecare.com does

MISSION is a privately held consumer products business founded in 2008 and headquartered in Purchase, New York, that designs and sells cooling apparel and accessories under the MISSION brand. The company's core product is a patented, chemical-free cooling fabric that activates through contact with water or sweat to deliver instant temperature reduction, with performance variants offering cooling durations ranging from two hours (Original towel) to three hours (Max Plus) to eight hours (Enduracool+). The catalog spans cooling towels, headwear (baseball caps, bucket hats, boonie hats, sun defender hats, kids' hats, helmet liners), accessories (bandanas, neck gaiters, hoodie towels, recovery hoodies, sun sleeves), and apparel (UPF 50 sun shirts, cool-touch shirts, underwear, compression socks). Product claims are endorsed by the Heat and Safety Performance Coalition at the Korey Stringer Institute at UConn, and the technology has been featured in outlets including WSJ, CNN, Good Morning America, Travel+Leisure, Men's Journal, and Women's Health.

MISSION operates a direct-to-consumer e-commerce model through mission.com, supplemented by marketplace presence via Amazon Buy with Prime and a dedicated wholesale portal for retailers and distributors. Pricing is unit-based at $9.99 to $42.99 per SKU with free U.S. economy shipping on orders over $45, plus bundle discounts up to 30% and a 15% newsletter signup incentive. The company targets three customer segments: athletic and outdoor enthusiasts as the primary segment, workwear users in hot occupational environments, and everyday lifestyle consumers. Marketing is executed through owned social channels (Instagram, Facebook, Pinterest), email newsletters, a content blog, and earned media. Revenue is generated entirely through one-time product sales across all three channels with no disclosed subscription, licensing, or recurring component.

Name

missionathletecare.com

Legal name

MISSION

Website

https://missionathletecare.com

Company type

Private

Founded year

2008

Operating status

Operating

Short description

MISSION, founded in 2008 and based in Purchase, New York, designs and sells patented chemical-free cooling apparel and accessories — including towels, hats, and UPF-rated clothing — for athletes, workwear users, and active lifestyle consumers through DTC e-commerce, Amazon Buy with Prime, and wholesale channels.

Ownership category

akta.pro rank

Product category

Cooling Apparel and Accessories

NAICS

Textile and Fabric Finishing and Fabric Coating Mills (3133)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)

akta.pro secondary industries

Cold-Weather & Thermal Protective Workwear (CRAAALAJ), Protective & Work Accessories Manufacturing (Safety Gloves/Hi-Vis Accessories) (IMAOAFAH)

Keywords

• Cooling apparel
• Cooling towels
• Performance hats
• UPF sun protection
• Active lifestyle accessories

Headquarters

HQ city

Purchase

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Revenue model

1. Direct Product Sales (E-commerce): Revenue generated from direct-to-consumer sales through mission.com website. Products include cooling towels, hats, apparel, and accessories sold at various price points.
2. Marketplace Sales (Buy with Prime): Sales through Amazon marketplace via Buy with Prime program, enabling Prime members to purchase MISSION products.
3. Wholesale Distribution: Bulk sales to retail partners and distributors through dedicated wholesale channel.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

MISSION designs, manufactures, and sells patented, chemical-free cooling apparel and accessories — including cooling towels, performance hats, sun shirts, bandanas, neck gaiters, hoodies, and other wearable cooling products. Products use proprietary fabric technology that activates with water or sweat to deliver instant, long-lasting cooling relief, with UPF 50 sun protection built into applicable items.

Product overview

MISSION offers a comprehensive line of instant cooling apparel and accessories for active lifestyles. The core product portfolio centers on patented, chemical-free cooling technology that activates with water or sweat. Key product lines include: cooling towels (Original, Max Plus, On-The-Go, and new Enduracool+ 8-hour towels), headwear (Cooling Performance Hats, Bucket Hats, Boonie Hats, Sun Defender Hats, Kids Hats, Helmet Liners), accessories (Cooling Hoodies, Recovery Hoodies, Bandanas, Neck Gaiters, Sun Sleeves), and apparel (Cooling UPF Sun Shirts, Cool Touch V-Neck Shirts, Underwear, Socks). The company has recently launched the All-Day Collection for extended wear and the Enduracool+ featuring their first 8-hour cooling towel. All products are science-backed and endorsed by the Heat and Safety Performance Coalition at the Korey Stringer Institute at UConn.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Enduracool+ provides up to 8 hours of cooling; Max Plus towels provide up to 3 hours; Original towels provide up to 2 hours

Segments3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

One partnership is on record.

• Heat and Safety Performance Coalition at Korey Stringer Institute at UConncoreStrategic or Co-development PartnerMISSION's cooling products and fabric technologies are endorsed by the Heat and Safety Performance Coalition at the renowned Korey Stringer Institute at UConn. This endorsement validates the company's science-backed approach and positions MISSION products as clinically tested solutions for heat safety and performance.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Ergodyne (Chill-Its): Ergodyne's Chill-Its brand is a direct competitor in evaporative cooling towels, bandanas, hats, and neck gaiters targeted at the same construction, landscaping, and industrial workwear buyers that MISSION addresses with its cooling workwear line.
• Buff (Original Buff): Buff sells cooling neck gaiters, headwear, and multifunctional tubular accessories using moisture-activated fabric technology, directly overlapping MISSION's cooling bandana, neck gaiter, and helmet liner categories for outdoor and athletic consumers.
• Coolibar: Coolibar is a leading UPF 50+ sun-protection apparel brand, directly comparable to MISSION's Cooling UPF Sun Shirt and Sun Defender Hat lines and competing for the same sun-conscious outdoor and lifestyle consumer.
• Frog Toggs: Frog Toggs produces cooling and rain-management apparel and accessories for outdoor work and recreation, overlapping with MISSION's cooling towel, headwear, and outerwear categories for the same working-outdoors demographic.
• Outdoor Research: Outdoor Research designs high-performance outdoor accessories and apparel, including cooling and sun-protection headwear and gaiters that compete head-to-head with MISSION's cooling hat, neck gaiter, and bandana lines.

Broad incumbents

• Columbia Sportswear: Columbia is a major outdoor apparel incumbent with proprietary cooling/sun-protection fabric platforms (e.g., Omni-Shade, Omni-Freeze) that compete broadly with MISSION's UPF and cooling technology across a much larger product and retail footprint.
• Under Armour: Under Armour is a global athletic apparel incumbent with performance fabrics (e.g., HEATGEAR, Iso-Chill) targeting cooling and moisture management, overlapping with MISSION's athletic/performance apparel category from a position of far greater scale and shelf presence.
• Nike: Nike is a global athletic apparel leader with Dri-FIT and other moisture/thermal-management technologies; it competes with MISSION for athletic and outdoor consumers and could enter cooling-apparel adjacencies with far greater R&D and marketing resources.
• Patagonia: Patagonia is an established outdoor apparel brand with sun-protection and base-layer categories that overlap with MISSION's UPF sun shirts and cooling apparel lines, particularly within the outdoor lifestyle consumer segment.
• Adidas: Adidas is a global athletic apparel incumbent with performance fabrics (e.g., HEAT.RDY, AEROREADY) targeting cooling and moisture management, competing broadly with MISSION's athletic cooling apparel positioning at significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MissionCooling
• Instagraminstagram.com/mission
• Pinterestpinterest.com/missioncooling

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about missionathletecare.com